![//Culture Hunt
Aim: Gain deeper understanding
of the workings of a place through
photo documentation.
Emphasis on quantity + quality!
What you get: A collection of insights
that can be used to stimulate ideas.
Playful, explorative and high energy!
[Engine Service Design]](https://image.slidesharecdn.com/sjla13-introtosdsnegrete-130228200207-phpapp01/85/Crash-Course-What-is-Service-Design-16-320.jpg)
![//Shadowing
Aim: Immerse yourself in the lives
ACT of customers and staff. Observe daily
routines and spot genuine reactions
and problems.
What you get: Understanding of how
people really use a service and how
to change or improve it. Helps in the
ideation and prototyping phases to
DO SAY identify processes, resources, touch-
points and stakeholders.
Use photos, observation, and casual
interviews with this technique!
[Engine Service Design]
FEEL](https://image.slidesharecdn.com/sjla13-introtosdsnegrete-130228200207-phpapp01/85/Crash-Course-What-is-Service-Design-17-320.jpg)
![//Interviews
Aim: Uncover unknowns through
questions and observations of the
user in their own environment.
Ask permission, keep it a casual chat,
and take mental notes!
What you get: Deeper understanding
of the user’s desires, motivations, and
challenges. Stories and insights can
be used to validate the need for your
new service.
Interview service users and service
providers to get a varied perspective
and document as much as you can!
[Engine Service Design]](https://image.slidesharecdn.com/sjla13-introtosdsnegrete-130228200207-phpapp01/85/Crash-Course-What-is-Service-Design-18-320.jpg)
![//Bibliography
Engine Service Design (2013). Methods [online] London: Samalionis, Fran (2013). Designing Interactions [online]
United Kingdom. Available at: http://www.enginegroup. IDEO. Available at http://www.designinginteractions.com/
co.uk/service_design/methods/. [Accessed February 23, chapters/6. [Accessed February 28, 2013).
2013].
Images
Heapy, Joe and Parker, Sophia (2006). The Journey to
the Interface:How public service design can connect Miami U. Libraries - Digital Collections [image online].
users to reform. [online] Demos. Available at: http:// Available at: http://www.flickr.com/photos/muohio_
socialinnovation.typepad.com/files/journey-to-the- digital_collections/3200520408/sizes/l/in/photostream/.
interface.pdf [Accessed February 28, 2013]. [Accessed February 28, 2013]
Koivisto, Mikko and Miettinen, Satu (2009). Designing Orange, Kelly [image online]. Available at: http://www.
Services with Innovative Methods [online] University flickr.com/photos/kellyorange/4731994400/sizes/z/in/
of Art and Design Helsinki. Available at: http://www. photostream/. [Accessed February 28, 2013]
service-design-network.org/system/files/media/Final-
Service%20Design%20as%20an%20emerging%20field. Penin, L., 2009. Introduction to Service Design,
pdf. [Accessed February 23, 2013]. Urban Services. Parsons The New School for Design,
unpublished.
Mager, Birgit (2007). Design Dictionary:Perspectives on
Design Terminology [online] Basel: Birkhauser. Available Photo 2217 [image online]. Available at: http://www.
at: http://www.service-design-network.org/system/ flickr.com/photos/photo2217/5028575299/sizes/z/in/
files/media/Mager_Service%20Design_0.pdf. [Accessed photostream/. [Accessed February 28, 2013]
February 23, 2013].
Think Public, 2013. Available at: http://www.thinkpublic.
Penin, L., 2009. Introduction to Service Design, com. [Accessed February 28, 2013]
Urban Services. Parsons The New School for Design,
unpublished. Zipcar, 2013. Available at: http://www.zipcar.com.
[Accessed February 28, 2013]](https://image.slidesharecdn.com/sjla13-introtosdsnegrete-130228200207-phpapp01/85/Crash-Course-What-is-Service-Design-24-320.jpg)
Crash Course: What is Service Design?
- 1. Introduction to Service Design SERVICE JAM LA | March 1-3, 2013 Savitri Lopez Negrete, Consultant slnegrete@gmail.com
- 2. //What is Service Design? “Service Interfaces are designed for intangible products that are, from the customer’s point of view, useful, profitable and desirable, while they are effective, efficient and different for the provider.” Mager, 2006 2007
- 3. //What is Service Design? “Service Designers visualize, formulate and choreograph solutions that are not yet available. They watch and interpret needs and behaviours and transform them into potential future services.” Mager, 2007
- 4. //Service Sectors Securities, Professional, Commodities, Scientific, Contracts, Information Technical Financial Administrative, Support, Healthcare, Waste Management, Transportation, Social assistance Remediation Warehousing Other Arts, grantmaking, advocacy, drycleaning, laundry, Rental, Entertainment, parking, dating services, Leasing Recreation pet care, death care.... North American Industry Classification System (NAIC); Penin, 2009
- 5. //So what? 60-70% GDP Services account for in developed nations. New jobs & companies Almost all are in this tertiary sector. 8% customer satisfaction While 80% of companies believe their service is good. Koivisto & Miettinen, 2009
- 7. //Customer Loyalty “Service Design is a new concept, introducing new processes and methods to service providers.”
- 8. //The Scene Miami U. Libraries - Digital Collection
- 9. //The Scene Script Set (space) Actors Props Miami U. Libraries - Digital Collection
- 10. //Time and Channels “Services need to be understood as a journey or cycle - a series of critical encounters that take place over time and across channels.” Parker & Heapy, 2006
- 11. //User Journey “The framework of a customer journey helps you think about the experiences and touchpoints that exist before and after the most obvious parts of the service.” entering ticketing waiting boarding starting riding planning learning arriving continuing Samalionis, (Customer Journey Map) IDEO
- 12. //Service Spectrum Restaurant Consultancy Tangibility + - Hospital Services X-Ray Lab Complexity + - Nursing Home Internet Banking Customer Contact + - Penin, 2009
- 13. //Touchpoints Services have intangible and tangible elements that generate value - tangible goods are used as physical evidence of a service called ‘touchpoints’ http://www.zipcar.com
- 14. //Service Design Phases ETHNOGRAPHIC DEEP DIVE & DESIGN DEVELOPMENT RESEARCH IDEA GENERATION & PROTOYPING
- 15. //Service Design Phases ETHNOGRAPHIC DEEP DIVE & DESIGN DEVELOPMENT RESEARCH IDEA GENERATION & PROTOYPING • Culture Hunt • Customer Journey Map • Desktop Walk-throughs • Interviews • Personas • Mock-ups • Shadowing • Service Blueprint • Role Play • System Maps • Storyboarding • Testing
- 16. //Culture Hunt Aim: Gain deeper understanding of the workings of a place through photo documentation. Emphasis on quantity + quality! What you get: A collection of insights that can be used to stimulate ideas. Playful, explorative and high energy! [Engine Service Design]
- 17. //Shadowing Aim: Immerse yourself in the lives ACT of customers and staff. Observe daily routines and spot genuine reactions and problems. What you get: Understanding of how people really use a service and how to change or improve it. Helps in the ideation and prototyping phases to DO SAY identify processes, resources, touch- points and stakeholders. Use photos, observation, and casual interviews with this technique! [Engine Service Design] FEEL
- 18. //Interviews Aim: Uncover unknowns through questions and observations of the user in their own environment. Ask permission, keep it a casual chat, and take mental notes! What you get: Deeper understanding of the user’s desires, motivations, and challenges. Stories and insights can be used to validate the need for your new service. Interview service users and service providers to get a varied perspective and document as much as you can! [Engine Service Design]
- 19. //Elements of Service Design INTER-DISCIPLINARY
- 20. //Elements of Service Design INTER-DISCIPLINARY CREATE EVIDENCE
- 21. //Elements of Service Design INTER-DISCIPLINARY CREATE EVIDENCE CO-CREATION
- 22. //Elements of Service Design INTER-DISCIPLINARY CREATE EVIDENCE CO-CREATION HOLISTIC
- 23. //Elements of Service Design INTER-DISCIPLINARY CREATE EVIDENCE CO-CREATION HOLISTIC RADICAL Koivisto & Miettinen, 2009
- 24. //Bibliography Engine Service Design (2013). Methods [online] London: Samalionis, Fran (2013). Designing Interactions [online] United Kingdom. Available at: http://www.enginegroup. IDEO. Available at http://www.designinginteractions.com/ co.uk/service_design/methods/. [Accessed February 23, chapters/6. [Accessed February 28, 2013). 2013]. Images Heapy, Joe and Parker, Sophia (2006). The Journey to the Interface:How public service design can connect Miami U. Libraries - Digital Collections [image online]. users to reform. [online] Demos. Available at: http:// Available at: http://www.flickr.com/photos/muohio_ socialinnovation.typepad.com/files/journey-to-the- digital_collections/3200520408/sizes/l/in/photostream/. interface.pdf [Accessed February 28, 2013]. [Accessed February 28, 2013] Koivisto, Mikko and Miettinen, Satu (2009). Designing Orange, Kelly [image online]. Available at: http://www. Services with Innovative Methods [online] University flickr.com/photos/kellyorange/4731994400/sizes/z/in/ of Art and Design Helsinki. Available at: http://www. photostream/. [Accessed February 28, 2013] service-design-network.org/system/files/media/Final- Service%20Design%20as%20an%20emerging%20field. Penin, L., 2009. Introduction to Service Design, pdf. [Accessed February 23, 2013]. Urban Services. Parsons The New School for Design, unpublished. Mager, Birgit (2007). Design Dictionary:Perspectives on Design Terminology [online] Basel: Birkhauser. Available Photo 2217 [image online]. Available at: http://www. at: http://www.service-design-network.org/system/ flickr.com/photos/photo2217/5028575299/sizes/z/in/ files/media/Mager_Service%20Design_0.pdf. [Accessed photostream/. [Accessed February 28, 2013] February 23, 2013]. Think Public, 2013. Available at: http://www.thinkpublic. Penin, L., 2009. Introduction to Service Design, com. [Accessed February 28, 2013] Urban Services. Parsons The New School for Design, unpublished. Zipcar, 2013. Available at: http://www.zipcar.com. [Accessed February 28, 2013]